Sports & Fitness Coalition Announces Exciting Consumer Campaign | Sports Destination Management

Sports & Fitness Coalition Announces Exciting Consumer Campaign

Jan 16, 2013
Year-Round Initiative Will Increase Activity Levels of Americans & Help Reduce Health Care Costs

This month, leading sports and fitness industry companies and organizations, as well as other corporate partners, will launch PHIT America, an educational, advocacy, and social media marketing campaign designed to reach millions of Americans. PHIT America will combat the obesity and sedentary activity crisis -- which is having an adverse effect on healthcare costs in the U.S. -- by promoting new legislation and grassroots programs that will help get Americans more active, playing more sports, getting fit and becoming healthier.

PHIT America is a new non-profit which has 118 Alliance Sponsors including eight ‘Founders,’ which initially started this campaign. The ‘Founders’ include ACTIVE Network, American College of Sports Medicine (ACSM), Didgebridge, Midtown Athletic Clubs, National Sporting Goods Association (NSGA), Sears, Sports and Fitness Industry Association (SFIA), and the United States Tennis Association (USTA).

This year-round campaign is being led by Jim Baugh, a sports industry veteran, former President of Wilson Sporting Goods, current SFIA board member, and an inductee of the NSGA Sporting Goods Industry Hall of Fame. Baugh has a strong background in helping to grow sports participation.

“Our industry realizes we must fight the obesity and sedentary crisis and help reduce health care costs. And, we have a great way to do this by getting America to be more active, fit, and playing more sports,” said Baugh. “PHIT America and the 118 Alliance Sponsors will communicate to millions of Americans the importance of creating A Movement for a Fit & Healthy America.”

“Sears is extremely pleased to promote the PHIT America campaign and increase our communication to Americans encouraging them to get fit and healthier,” said Hugo Malan, SVP and President of Fitness and Sporting Goods for Sears.

“There is no better way to prevent obesity and sedentary lifestyles than to play sports or participate in fitness activities,” said Kurt Kamperman, USTA’s Chief Executive of Community Tennis. “All of us in the sports industry need to work together to help create a healthier America.”

“The Personal Health Investment Today (PHIT) Act is vital to reducing and managing health care costs. When passed, Americans will be able to use pre-tax medical accounts to pay for physical activity expenses,” stated Tom Cove, President and CEO of the SFIA, which is spearheading support for federal legislation that will give Americans incentives to be fit, active and healthy. “The other legislation we want to sustain is the Physical Education Program (PEP), which is the only spending in the U.S. Department of Education’s budget for physical education. We must keep this program going so we to help schools rebuild quality PE programs.”

One of the great features on is the Participation Database, the largest database ever assembled, which offers ways to become active and fit in more than 50 different sports or fitness activities.

“PHIT America is a great opportunity for the sports and fitness industry to come together to champion the common goal of getting people active,” said Dave Landa, Senior Director of ACTIVE Network. “Most Americans don’t achieve the recommended amount of regular physical activity. Overall wellness and preventive health measures have never been more important and we invite others to join our fight for a healthier and more active America.”

Americans are encouraged to visit to learn about the obesity and sedentary crisis and ways to get fit and active. “We must educate Americans on the issues and offer ways they can help overcome these major challenges. is a great resource for Americans to learn and use,” stated Baugh.

PHIT America is an educational and advocacy campaign creating a Movement for a Fit and Healthy America. PHIT America is a not-for-profit corporation started by the SFIA (Sports and Fitness Industry Association) in late 2012. For more information about PHIT America, visit Some of the many sponsors include: Wilson, Rawlings, Franklin, Mizuno, Russell Athletic, Modell’s, Sport Chalet, Gatorade, New Balance, Saucony, AYSO, ACE Fitness, IDEA Fit, Life Fitness, Johnson Healthcare, Precor, IMG Academies, Konami, PGA of America, World Golf Foundation, NBA Fit, SI Golf, SKLZ, Riddell, USA Football, Athlon Sports, The Tennis Channel, Tennis Warehouse, among others. All Alliance Sponsors are listed on

PHIT America ç8505 Fenton Street, Suite 211, Silver Spring, MD 20910 ç p: 301.495.6321 f: 301.495.6322

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